The insurance industry is highly competitive in nature, constantly evolving with technology, and growing in scale. These are among the critical reasons why insurance companies and professionals need to find ways to stand out from the crowd and build trust with clients to ensure long-term business success.
As experienced business owners and marketers will tell you, getting clients and establishing trust with them is no easy task. That’s why connecting with your target customers in an impactful manner is more essential than ever. This is especially true for health insurance.
So here, Insurance Business shares proven and effective health insurance marketing strategies to help you reach and build trust with the right audiences and grow your business.
Due to the serious nature and sensitivity of topics like health and health insurance, health insurance companies need tailored strategies to address their unique needs and challenges. If you ever decide to hire a health insurance marketing agency, be sure they have an in-depth knowledge of the industry.
Whether you decide to hire a marketing consultant, marketing firm, or put together your own marketing team, be sure to avoid generic, one-size-fits-all marketing strategies. Here are some strategies you can use:
This may sound trivial, but you should never underestimate the importance of Google and your Google business profile. Because so many people search online for things they need (including insurance), it’s a sound marketing strategy to ensure that people can find your business online.
Google Business Profile lets you input essential information about your insurance company or insurance agency, like its name, physical address, and phone number. Keep in mind that you will likely already have a Google Business Profile, and all you usually need to do is “claim” your profile. This can simply be done by doing a Google search of your business, then click on “Own this business?” to claim the profile and manage it.
Consider incorporating a “Get a Free Quote” button on your website if you don’t already have one. Allowing online visitors to your website to play around with insurance quotes can make them more likely to purchase health insurance from you.
You can even make computing free quotes on your website easier by setting up an automated form where they can input their information, then send them free quotes via email. Whichever way you do this, make sure that online visitors can get free quotes from your website.
An unconventional but potentially effective health insurance marketing strategy is to join HARO.
HARO is an online query site that connects journalists to potential resource persons. You can sign up for free and browse requests from journalists who need to interview people with your expertise. By signing up and creating a HARO account, you can provide valuable information to journalists researching health insurance.
If you are interviewed and the article cites your contribution, this can help establish your credibility and reputation as a trustworthy resource person and health insurance provider.
Paid social media ads are an insurance marketing tool no one should ever pass up. Nowadays, the average internet user spends around 28 percent of their total time on social media, so not using social media ads is like leaving money on the table.
Apart from making organic posts on your social media accounts, you can and should also run paid advertisements on social media. Since they can be targeted to specific demographics, these ads will run right on the social media feeds of people who will most likely want and need health insurance. Paid ads can also be essential components of social media marketing (SMM).
Most policyholders and potential clients know little about insurance plans. A report in 2017 revealed that a mere 9 percent of the population in the US understands basic health insurance terms. In that same year, an additional 3.5 million Americans did not have health coverage. With these statistics, there is an opportunity to both educate and market your products through sound health insurance marketing.
You can do this by creating and uploading a series of videos that provide bits of valuable information about your products. These informative videos can be posted on your website and social media accounts to spark customer engagement. You can post them on YouTube to reach a much wider audience. You can also attach and send the videos to your email list, effectively making them valuable content for your email marketing campaigns.
One good example of this is the video created by the Kaiser Family Foundation (KFF), a nonprofit that focuses on research, journalism, and communications programs that tackle health care issues in the US.
Preventive care is advantageous to both policyholders and health insurance companies. This strategy can lower claim costs and improve the overall health of customers. The main benefit for policyholders is that they are motivated to engage in healthy behaviors for certain rewards like discounts on premiums. Rewards programs like these promote healthier outcomes and overall, more positive customer experiences.
As for the benefits for the insurance company, they get to build stronger relationships and benefit from long-term loyalty from their clients. What is unique and attractive about this campaign strategy is that it can be deployed relatively quickly and easily. You can announce this program via an SMS campaign, online newsletter, or personalized app notifications. It’s also possible to help policyholders track their progress on an app, thereby increasing customer satisfaction and loyalty.
As with putting a “Free Quote” button on your website, you can further enhance your website’s value to potential customers by incorporating an insurance policy comparison tool. That’s because many potential customers find it difficult and daunting to evaluate their health insurance options, especially when it comes to comparing major costs like deductibles, premiums, and co-pays.
Having a cost comparison tool on your website can greatly assist in simplifying their decisions when weighing the drawbacks and benefits of different health insurance policies. More importantly, offering a tool like this gives potential customers the impression that your company is transparent and laser-focused when it comes to their customers’ needs.
Despite all the tech tools available to insurance companies, do not underestimate the power of email in your health insurance marketing campaign. If you can obtain email addresses of potential customers – like by asking for it as the cost of entry for using a free quote feature – you can deliver your newsletters straight to their inboxes. Another easy way to obtain potential customers’ emails is by having a call-to-action to sign up for your newsletter. This CTA can be placed below blog posts, or as a sign-off to your social media posts.
E-mail is still one of the most cost-effective tools for lead generation, because it’s still an integral part of most internet users’ online activity. It’s where they regularly check for personal and sometimes business messages. Don’t forget to regularly send newsletters to your email list and include updates on your products and services. You can also inform people of your special promotions, discounts, or rewards programs.
Potential and current customers appreciate having access to insurance professionals who can directly and instantly answer their questions about an insurance product, and health insurance is no exception.
What better way to answer their questions than to ask an insurance broker like you directly from the comfort of their home?
Hosting a live Q&A webinar and having other health insurance experts answer questions provides potential customers with a very valuable platform to ask important questions and clarify concerns. Webinars have also been found to be very effective in lead generation, as they account for 89 percent of new leads.
Collaborating with healthcare influencers can help you humanize your brand and build trust with your customers. In fact, influencer marketing has a huge footprint in health insurance – 86 percent of healthcare marketers now use influencers to promote health insurance products and services.
Apart from having an online presence that can potentially reach a much wider audience, you can go local and join events held in your local community. Make it a point to join health insurance fairs and set up an information booth about your health insurance business. At the event, you can offer free health screenings, or free educational resources.
Making a personal appearance at events can also build and strengthen your relationships with customers, promote trust, increase brand awareness, and allow you to connect with potential clients.
And if you have this event filmed, you can have a wealth of content that can be disseminated across your digital assets like your website, YouTube channel, Facebook page, and other social media accounts.
Search Engine Optimization (SEO) is a strategy for health insurance marketing campaigns that is highly effective in building your credibility with a larger audience. SEO typically involves optimizing a website to improve its visibility on online search engines like Google and Bing.
The main goal of SEO is to ensure that your website appears higher up in search results, ideally on the first page. This is where people do online searches using keywords related to your website and health insurance business.
For example, when people search “best health insurance plans in 2025,” you must use those same keywords in your content, so search engines direct these searches to your website. When used correctly, SEO can be part of very successful and cost-effective health insurance marketing campaigns.
These marketing ideas for health insurance can work, provided you create a carefully planned marketing campaign. The key is to come up first with a single, unified message and ensure that it is consistently communicated across all your channels, whether it’s email marketing, social media, website, or paid ads. For more guidance, you can check out our article on effective insurance marketing.
You may not have noticed, but a lot of these marketing strategies can even be done remotely, thanks to technology. In fact, you can run most of your sales operations from home if you don’t need to physically meet a client, attend an event, or host a workshop.
It’s also crucial that you communicate your Unique Selling Proposition (USP) to ensure that your health insurance business stands out and accurately encompasses what your business offers. Bear in mind that you don’t have to use all the strategies detailed here; you can mix and match which strategies you think work best for your business, given your time horizon, budget, and scale.
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